Dos Equis to Celebrate 150 Years of Cinco de Mayo

(New York, NY) – Dos Equis, the fastest growing premium Mexican beer in the U.S., is rolling out the successful Lost Art of Celebrating Cinco spring retail program with substantially increased media investment and more engaging support to offer consumers memorable Cinco de Mayo celebration experiences. To commemorate 150 years of celebrating Cinco de Mayo, Dos Equis will give shoppers a rare opportunity to learn and experience the many lost arts and rituals of Cinco as mastered by The Most Interesting Man in the World.

“The Dos Equis consumer is always looking for experiences that are a bit more unconventional and we’re confident they are going to enjoy our Cinco de Mayo celebrations.” said Paul Smailes, Dos Equis Senior Brand Director. “This year, marking the 150th anniversary of Cinco, we are offering our consumers and retailers exciting new engagements which will enhance their Cinco de Mayo celebrations, whether at home or while out at their favorite local on-premise account.”

At retail, themed POS materials, large and small format display pieces and uniquely Dos Equis display enhancers, including the coveted Most Interesting Man standee, invite shoppers to celebrate The Lost Art of Cinco with Dos Equis. Instant rebate (IRC) and mail-in rebate (MIR) cross-merchandising offers (where legal) that combine Dos Equis Lager and Ambar with popular Cinco de Mayo partners including 1800® Tequila and Cholula® Hot Sauce will further enhance consumer’s premium experience while increasing the multi-section cash register ring for Dos Equis retail partners.

Just in time for the Cinco celebrations, Dos Equis is introducing its popular Beers of Mexico variety pack, now in 12 bottle packs. The Beers of Mexico (which includes Dos Equis Lager and Ambar, Tecate and Sol), now with distribution in Grocery and Liquor channels, provides a greater number of shoppers the opportunity to celebrate Cinco at-home with a selection of the best Mexican beers on the market.

In the on-premise, Dos Equis, where legal, will engage with consumers in an innovative manner using a custom developed iPad app. Brand Ambassadors will engage with patrons with the App which will asses their favorite Dos Equis beer – Lager or Ambar – through a number of quick questions. Dos Equis branded materials will also be available to set a celebratory Cinco stage.

”Dos Equis sales have accelerated during the first two months of the year” added Smailes. “To keep the momentum going and registers ringing, we’re investing an unprecedented level of media support behind the “Most Interesting Man in the World” campaign leading up to Cinco de Mayo. We anticipate record consumer engagement and record Dos Equis sales for participating retailers and on-premise accounts as we prepare to celebrate the 150th anniversary of Cinco de Mayo.”

About HEINEKEN USA:

HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.